Right-wing face, left-wing faces: The matching effect in the realm of political persuasion.

We present two studies showing that a matching effect in persuasion can be observed between message content and the shared symbolic representation of the message object. The experimental paradigm was built on the Italian political context where citizens hold asymmetrical symbolic representations about the right-wing and the left-wing (i.e., centered on the leaders in the former, and on the coalition in the latter). Since 2001, both coalitions have focused their persuasive strategies principally on candidate image. Thus, the right-wing coalition is in a communicative congruence condition, whereas the left-wing coalition is in an incongruent condition. Results showed that when the coalitions use these images in corresponding ways, they provoke in the audience an impression of message efficacy, enhancing their persuasiveness.